Hinge’s latest campaign, “It’s Funny We Met on Hinge,” showcases the real-life stories of seven couples whose paths crossed in unexpected ways before connecting on the app.
Launched on December 26, the campaign builds on Hinge’s “Designed to Be Deleted” platform and offers an authentic exploration of how modern romance unfolds.
Created in partnership with creative agency Birthday and directed by India Sleem of Serial Pictures, the films offer an authentic lens on today’s dating world.
In a statement, Hinge CMO Jackie Jantos shared that the brand's "marketing focuses on telling honest stories that resonate with today's daters."
Meanwhile, Birthday Founder Corinna Falusi explained how featuring real-life couples in the campaign brings out the relatability of modern romance that no script could ever replicate.
“'It’s Funny We Met On Hinge' takes Hinge deeper into authentic storytelling, emphasizing that love doesn’t follow a single path. It can come from countless opportunities, whether in person, online, or both.
In every story we featured, the couples had crossed paths in real life multiple times, but it was Hinge that finally brought them together."
The campaign shares heartfelt stories of couples who unknowingly crossed paths — through shared neighborhoods, family connections, or fleeting workplace interactions — before a simple “like” on Hinge sparked their relationships.
Spanning seven short films that showcase authentic storytelling, the couples reflect on their journeys, from initial hesitations about dating apps to the role of timing and serendipity in their love stories.
"It's Funny We Met on Hinge" is proof that partnering with creative agencies can bring out a brand's identity through clear messaging and a relatable campaign targeted toward a specific audience.
Through the videos, Hinge is able to highlight how love can emerge from various opportunities, whether in person, online, or both, emphasizing the brand’s role in spreading inclusivity and bringing couples together.
Real Couples Take Center Stage
The seven featured couples include:
- Claire and Christian, who grew up on the same street but didn’t meet until matching on Hinge
- Andrea and Joshua, who realized that she had seen his photo years before on an ad campaign and thought, “Damn, I need a man like that!”
- James and Cassia, found out that they actually encountered each other twice before meeting on Hinge
- Telly and Kayla, who discovered that they had a mutual basketball connection after matching on the dating app
- Matthew and Gus, who already met in a London theatre just a week before liking each other on Hinge
- Anngel and Jataun, who learned after matching on the app that he actually knew her father and used to play football with her brother
- Sarah and James, who later on found out that he used to follow the social media account of the magazine she was the editor of
Running across social media and streaming platforms in the U.S., Canada, the U.K., and Australia through March 2025, the campaign will also feature creators sharing their own surprising love stories starting January.
By celebrating real connections, “It’s Funny We Met on Hinge” underscores the app’s mission to help daters find meaningful relationships.
Earlier this year, Hinge also launched a new version of its "Designed to be Deleted" campaign starring actress and comedian Patti Harrison.
